MasterCard Asia-Pacific VP of communications Georgette Tan told the Holmes Report that the company viewed a "cross-section" of agencies from around the region before deciding to remain with Weber Shandwick.

Weber Shandwick's performance in the pitch, she said, was a "pleasant surprise", thanks to a strong understanding of payment industry issues in the region and "passion."

She also dismissed the notion that there was any internal pressure to shift the business. "There was recognition that each region has different requirements," said Tan. "It really boils down to the best agency to fit the needs of the region."

Tan also noted social media would play a bigger role in the assignment. "The landscape is such that it will be a lot more intense."